Rule Marketing Is The Strong Competitiveness Of Enterprises.

We are right.

Do you make a lot of effort and money in your marketing rules, but no consumers are willing to buy it? You can see this phenomenon from the sales promotion activities. The best promotional activities are not the most expensive ones, but the most ingenious ones.

In marketing activities, if there is not a good rule, consumers will not participate passively, and a good rule can let consumers take the initiative to participate, or even crazily pursue.

The "Super Girls", which is all over the world, is not how professional the program is, how big the TV station is and how many famous stars support it. The key to its success is its rule: no matter whether age, whether professional or not, there is hardly any threshold restriction. Such a rule almost makes all the women who like singing in China become their potential relationship groups.

So how do those who do not like singing join in? Under the influence of rules, there are friends and family groups, fans groups, canvassing groups and so on.

The voting form of short message, telephone and so on, and the vote of one hand and one vote made irrelevant people have the impulse to participate, because the best way to mobilize public sentiment is to give their masters the same rights.

At the same time, there are no rules and regulations to increase the influence of the public on the results of the competition, so that participants feel that they can show themselves and get the chance to win.

Super Girls's rules of the game not only let many women take part in it, but also let each player's average 6 - 10 relatives and friends participate indirectly, such as solidarity, voting, etc.

As a result, the multiplication principle in economics has played a role, making the popularity and participation of this activity increase exponentially. This effect attracts more people's attention and participation as snowball. Therefore, Super Girls has become a popular entertainment feast.

Although we are now imitating such rules, there is an endless stream of draft shows. This rule is not special, but it was very original many years ago.

Interestingly, the first rule of the Super Girls was not very attractive because of the lack of rules, so the second session had a qualitative leap after learning the first lesson. Therefore, Li Yuchun, Jane Zhang and Zhou Bichang, who are all over the river, are known almost all over the world.

Today, China's telecom operators continue to introduce all kinds of rules for storing telephone bills and buying mobile phones, such as giving a mobile phone with a certain amount of telephone charges, buying mobile phones to give the equivalent charges of mobile phones, choosing a telephone tariff package to rent mobile phones for free, buying two mobile phone numbers at once, and two mobile phones free calls.

These are the rules of the game designed by businessmen. There will always be consumers who are interested in joining the game, and no matter how cheap the consumer feels and how interesting it is, the rulers will earn a lot of money.

How to make rules

Different industries, enterprises are also different, there is no specific rules and standards, but this article should remind you that, first of all, we must have the ideology of setting up new rules, do not drift with the tide, do not act according to the rules set by others, nor should we be willing to take the old road of market natural rules.

Only by making rules on your own initiative can you become a game maker, so that your game may have more participants, rather than you passively participate in other organizations' games.

An effective scientific new rule is powerful, and a new rule sometimes means the emergence of a new order, or even the beginning of a new era.

However, an effective and scientific new rule is also very difficult to create because it requires not only a delicate scientific rule, but also a lot of conditions to support the establishment of this rule, such as its own resources, competitors' factors and consumer factors.

With the idea of creating new rules, we can establish new, stable and lasting new rules in accordance with the 5 principles of old rules and regulations, subversion of old rules, firm adherence to new rules, interests to promote new rules and new rules of win-win.

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1. New rules for old regulations

Before establishing the new rules, it is very important to carefully study the old rules, because the new rules can only solve the problems that can not be solved in the old rules, and have the basic value of existence, and then are other functions of the new rules.

But the new rules can not just be patched for old rules.

At the beginning, most of the marketing methods of household appliances were mainly based on price reduction, and later the rules were enriched, such as buying large household appliances to give small appliances, and even came up with sales rules to buy home appliances for electricity.

However, the intensity of price concessions is too great, business profits are reduced, the intensity is too small, consumers are not interested, so consumers' enthusiasm for participation is not high.

Later, some home appliance enterprises discovered a defect in the original sales rules. That is, most of the reasons for consumers to buy new appliances are not because they did not have such appliances or damaged, but intended to replace them.

But the problem is that after the replacement of new products, the original household appliances become a burden, leaving them useless and abandoned, so that even if the discount of new home appliances is too large, it will not be able to offset the consumer's important negative factors that affect the purchase.

So there is a new rule to supplement the defects of the original sales rules, that is, home appliances are replaced by old ones, and some of them are purchased.

And businesses recover old appliances, many parts can be reused, so the promotional cost is much smaller, and consumers are willing to accept it.

This new rule of making up for the shortage of old rules has been rapidly popularized and popularized. Now, the state has begun to advocate this win-win rule, with remarkable results.

2, subversion of the old rules.

As mentioned earlier, the new regulation needs to supplement the old rules, but it should not be merely a supplement. A successful new rule must have the ability to subvert the old rules, and only in this way can we have a reverse effect on things.

The so-called "stick to it" means to completely subvert the original thing, otherwise, only the original rules should be fine-tuning or supplemented. In such a soil, the new rules can not survive and grow.

But breaking the old ones is a great risk to change the rules. This is also one of the reasons why no one wants to do or few people succeed.

This is also true in marketing activities. If a new rule wants to achieve obvious results, it will naturally subvert the traditional rules, so that there is a possibility of survival.

Buffet is a new rule that completely subverts the original rules. Now cafeteria can be seen everywhere, but at the beginning of it, it was a great business creation.

All the restaurants in the past were ordered to eat, which made consumers feel that the dishes on the menu were very expensive, because the price of the raw materials of the dishes was very clear, and the cost of cooking was far lower than that of the hotel.

At this time, smart businessmen came up with the idea that since customers do not want to passively consume, then let their active consumption completely subvert the new rules of the original rules - as long as they pay a fixed meal fee, they can take the initiative to take meals and eat according to their preferences, speed and number.

The advantage of this rule is that, first of all, consumers can not judge the price of dishes one by one. Secondly, consumers will feel that although they spend more money, they can eat according to their own wishes. There is a feeling of being very active and cheap.

Most consumers will feel that their value is beyond their value, while the cafeterias actually earn more than ordinary restaurants, because the price of buffet buffs after strict cost accounting and ingenious rules will not lose money even if they meet with a big belly. Most consumers, such as women, children, alcoholics and so on, are filled with cheap fruits and drinks and taste preferences.

As a result, businesses and consumers are delighted that the rule of dining is spreading rapidly in the world and is still popular today.

This is a great innovation of marketing rules. The dishes have not changed and consumers have not changed.

3, firmly adhere to the new rules

The introduction of a new rule may not be mature enough, may be adjusted, but avoid frequent drastically adjustment, do well before the implementation of sufficient demonstration and small scope pilot test, otherwise the good new regulations will also make the participants lose interest in the repeated adjustment.

EPSON has done a "user encouragement program" for the purchase of consumables for customers who buy their printers, scanners and other office equipment, and encourage users to buy raw materials, such as printer cartridges, and copier cartridges.

However, due to the lack of scientific argumentation and the existence of some defects in rules, the activity rules have to be adjusted many times in the global market.

Consumers interested in the activity gradually lost interest in EPSON's repeated adjustment rules, and even felt a sense of deception. The promotional effect of this event was general, and even caused a certain damage to the brand image.

Imagine that if EPSON can try small areas first and then design the rules of activities and then push them into the global market, the result will be quite different.

Therefore, whether it is internal management or external marketing, the introduction of new rules should take rigorous measures and small scale pilot measures, so as to effectively guarantee the implementation and implementation of the new rules.

4, interest promotes new rules.

Some new rules and new decrees are very easy to give up halfway or even die.

The main reason is that it is hard to get everyone's support in the new regulation, and because the decision-makers can not see the effect, they will lose their mind in the opposition and shake up.

Therefore, when implementing the new rules, it is better to throw some interests into bait to attract everyone to participate in this bureau rather than oppose it.

There is such a true story that in a poorly regulated community in the United States, there are a few small bullies who are under twenty years old. They come here every day to play. They like to kick stones to trash cans.

A resident and these small bully theory, but the result is angry all over the body trembling, the small bully actually instead enhances the noise manufacture.

There lived an old man in the opposite apartment. He had neurasthenia, insomnia, and the noise made by the little bully made him miserable every day and couldn't fall asleep.

But he did not argue with these young people like other neighbors, but he formulated a set of rules to solve the problem with this set of rules.

He first came to these little bullies before smiling, and said happily to them, "thank you for making such a wonderful sound every day. I can hardly get away from these sounds now. So please use your strength to make this kind of sound of Ding Dong sound bigger, and I would like to pay you one dollar each day". These little bullies are happy to accept this condition and join in this "game".

After a few days, the old man told the little bully that he could not afford to pay so much money because he had to pay 5 cents a day.

The little bully, though reluctant, accepted it. After two days, the old man said he had a puppy, and the dog food was very expensive. He could only pay them 3 cents a day.

Two days later, the old man said that the puppy had given birth to two puppies. Now they are spending too much and can not afford to pay them.

Several small bullies, listening to the old man's words, were very angry: "how can we pay our dog's reward by deducting our reward?" so the small bully decided not to make noise for the elderly free of charge, and walked away angrily and never came back to kick the stone.

What method does the old man use? It's a rule.

In order to let these naughty teenagers join in the Bureau they set up, they should first throw out some benefits, let the other party participate in it, then control the initiative and act according to the plan.

In marketing activities, forced selling is not only costly, but also very inefficient. A good game rule is that if interest is used as bait, consumers can take part in it voluntarily. Then, according to your arrangement, you will achieve the desired effect step by step.

For example, when businesses now use the banner of free trial products, they will convene a lot of people to participate. Then these participants will act according to the rules set by the businessmen.

But now, the immunity of consumers has increased a lot. The rules of inducing profits should be designed very ingeniously, otherwise it will still not be effective.

5, establish a new rule of win win.

There are seven monks in a temple, because the fire is not strong and the food is very tense. They quarrel every day for porridge.

In order to get a fair share of the food, they made many rules. The first rule was to divide the gruel once a week.

After that, the rules were changed to three porridge, and four of them were supervisors. As a result, they blamed each other, kept arguing, and the gruel was cold.

They continued to adjust the rules to elect a trusted and respected man to porridge. At the beginning, it was all right, but a long time began to produce privileges and corruption.

Finally, some people came up with the rule that everyone should take turns to divide porridge, but the porridge man must have others pick up the rest of the bowl of porridge.

As a result, the porridge of each porridge is very evenly distributed, because they know that if the porridge is not evenly distributed, the least bowl must be one's own, so that they never argue again, and each person has the same porridge.

The power of rules can be seen from this story, and it can be seen that the rule of a rule must be consistent with the interests of most people.

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In the current market environment, whether a rule can be implemented smoothly is closely related to whether this rule can create a win-win situation.

Now is a win-win society, want to own more advantage, let the other side suffer losses, such rules can not last long.

Only by mutual benefit can you join your game and abide by the rules.

Rules that are not mutually beneficial and win win are not only difficult to benefit, but also difficult to maintain, or even to have negative effects.

A real estate developer in Henan once launched a campaign of "how much money and how much money to send". The rule is to accurately identify the most profitable people in one minute, and the prize is to pay the same amount of money when buying the developer's housing.

Because of the time set by the organizers and the denomination of the money, even the more agile bank counting clerk can only point out more than ten thousand yuan, which is ten thousand yuan for a house with hundreds of thousands of yuan, and it has little attraction. Besides, there are other rules to limit, and most people can only point out thousands of dollars.

As a result, there are few participants, and the house sold for this activity is even more.

Although this rule is entertaining, it has a very poor interest. Compared to the purchase and decoration of houses, children who buy houses can enter a good school, buy a house and solve an employment opportunity. Although the cost is almost the same, the rules are different, and the effect is quite different.

Rules are a force.

Rule is a method, a system, an order, a culture, but the rule is not only that, because rules are not only a kind of "skill", but also a kind of "Dao".

All things in the world are born by rules.

Nature, society, market, enterprise and even a family are built on a set of rules. Bad rules may destroy their country, and a good rule will make it prosperous and rich.

For today's enterprises, a good rule can make your marketing activities easy and efficient, and make you attractive in front of consumers.

If the rules can be raised to the height of strategy, rules will be a strong competitive power for enterprises.